Get To Know Your B2B Prospects

Engage B2B Prospects Because You KNOW Them
Are they Jerry, Sam and Debbie
OR the VPs and CXOs of companies with revenues >$50M?

Buyers say they findrelevant content only 42% of the time.
54%of companies say sales reps can only get an initial meeting HALF the time.
You must know buyers well to help them progress to both sales-ready and willing to take the next step…

Meet Jerry
He’s a busy guy.
Meetings with his project teams take up most of his day.
You’re not on his radar…

His Family Competes for Attention
His wife, Sheila, is in Cleveland on a week-long business trip.
When she travels his focus changes.

He’s Got Car Pool Duty
His daughters took forever to get ready…
He’s behind before he even hits the office.

Don’t Forget Snowball
Jerry almost forgot to drop her off at the groomer with the girls running late…

Jerry Finally Gets to the Office
Was work
stacked
that high
yesterday?

Jerry Plays Catch Up
He quickly sorts through 70 emails before his first meeting starts…
And you think your email will catch his attention?

Just when the project is on track…
The CEO wants a product microsite…launch is in four months & IT says it’s not possible in house…

Jerry’s Got to Find a Solution…Fast

Jerry wonders…“What’s the best way to solve the issue?”
Jerry’s never built a website before…

Jerry turns to
But he’s not really sure what he’s looking for or how to determine the best option…

Jerry Asks his Colleague, the CIO
But Frank, the CIO, is only familiar with enterprise scale websites, so he sends Jerry to see Pete in IT.

Pete connects Jerry with a company he’s been following on Twitter that does smaller website projects

Jerry will need to talk to more than one company. He’s got a lot to learn…
Appeal to Catch Factors to create opportunity.
Effort
Impact
Urgency
Intent
Reputation

Catch Factors are the preferences and aversions
that form a lead’s “gut” reaction
to your communication.

#1 URGENCY
Jerry has a mandate, limited time and an urgent need to produce a product microsite in time for launch.
An email about using a microsite to launch products will catch his attention. As will an article about how easy it can be to do so.

#2 IMPACT
What difference will your expertise and solution make?
Jerry can’t take chances that will derail his career. He’s also got limited resources to redirect, so he needs an expert.

#3 EFFORT
From Jerry’s perception, how easy are you making it for him to engage with you?
Is it a simple click to learn more? Or is there a big form causing him to hesitate?
Can he easily find more information from where the link takes him?

#4 REPUTATION –
What will Jerry think when he sees a communication from your company?

#5 INTENT
How transparent will Jerry think
youare?
Will he believe you’ll provide value he can’t get elsewhere or only that you want the sale?

Congratulations!
You’re messaging got through. Jerry is discussing your expertise with his team.
As Jerry gets more invested, his lead score is likely climbing rapidly, signaling a transition to your sales team.

To learn how to get to know your buyers & generate more sales opportunities…get your copy.
http://www.emarketingstrategiesbook.com

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Get To Know Your B2B Prospects

by Ardath Albee on Sep 06, 2009

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Get To Know Your B2B Prospects — Presentation Transcript